Does Print Marketing Still Work?

In an era where digital marketing dominates the conversation, you might wonder if there’s still a place for print marketing. Here’s the kicker: print is not dead. Despite the rise of online advertising, print marketing remains a powerful tool for small businesses. It offers a unique, tangible way to reach your audience, and when combined with digital strategies, it can create a comprehensive and effective marketing campaign. Let’s dive into why print marketing is still relevant and how it can complement your online efforts.

Why Print Marketing Still Works

• Tangible and Trustworthy – Print materials are physical items that people can, touch, feel, and keep. This tangibility often translates to higher trust. People tend to view printer materials as more credible than digital ones, which can sometimes feel fleeting or impersonal. 
• Targeted Reach – Print marketing can be incredibly effective for reaching local audiences. Whether it’s through direct mail campaigns targeted at specific ZIP codes or flyers distributed in local markets, print can connect you with customers in your immediate area. This is particularly valuable for small businesses looking to build a local customer base.
• Easier Cognitive Processing – According to a Forbes article, “Direct mail requires 21% less cognitive effort to process than digital media,” suggesting it is both easier to understand and more memorable. Post-exposure memory tests validated that direct mail’s memory encoding capabilities were 70% higher than digital ads.

Integrating Print with Digital Marketing

Combining print and digital marketing can create a more robust strategy. Here’s how:

• The Rule of Seven Touches – Marketing experts often refer to the “rule of seven” which suggests that a prospect needs to hear or see your marketing message at least seven times before they take action. Using both print and digital channels help you reach this number more quickly and effectively. A customer might see your online ad, receive your postcard, follow your social media page, and so on. Each touchpoint reinforces your brand.

Incorporate a comprehensive approach like the Trail to Sale™ strategy, which can help you map out the customer journey from initial contact to final sale. You can download our detailed guide on how the Trail to Sale™ can enhance your marketing efforts here.

• Tracking and Measuring ROI – One concern with print marketing is tracking its effectiveness. However, by integrating digital elements, you can easily measure your return on investment (ROI). For example, include QR codes on your print materials that lead to your website or a special landing page. Using unique promo codes or personalized URLs that customers can use online. These tactics allow you to track how many people are responding to your print campaign and how it’s contributing to your overall marketing goals.
• Enhancing Your CRM – Customer Relationship Management (CRM) systems can benefit from data collected through print campaigns. By integrating your print marketing efforts with your CRM, you can follow up more efficiently. For instance, if a customer scans a QR code on a postcard and visits your website, their activity can be logged in your CRM, allowing for personalized follow-up emails or calls.

What Print Materials Are Worth Investing In?

For small businesses with limited budgets, it’s crucial to invest in print materials that offer the most value. Here are some recommendations:

1. Brochures – Brochures are versatile and can provide detailed information about your products or services. They are perfect for handing out at events or including in mailings.
2. Postcards – Postcards are cost-effective and can deliver a clear, concise message. They’re great for announcements, promotions, and reminders.
3. Flyers – Flyers are ideal for local marketing. Distribute them in community centers, local shops, or at events to reach a specific audience.
4. Business Cards – Even in the digital age, business cards are invaluable. They offer a personal touch and are handy for networking events and meetings.

Designing Effective Print Materials

Creating effective print materials involves more than just eye-catching graphics. Here are some tips:

• Consistent Branding – Ensure that your print materials align with your digital branding. This includes using the same color schemes, fonts, and logos. Tools like Canva can help you design professional-looking materials that stay on brand.
• Clear and Concise Copy – The goal of your print piece should be to prompt the reader to take a specific action, whether it’s visiting your website, calling your business, or attending an event. No need for fancy words, the messaging becomes effective when it’s the simpler, the better. Keep the copy focused on this goal and avoid overcrowding the space with too much information.

Bad Example:

“At XYZ Coffee Shop, we believe in brewing the finest coffee. We source our beans from all over the world, roast them to perfection, and ensure every cup is a delightful experience. Visit us at 123 Main Street, call us at (123) 456-7890, or check out our website at xyzcoffee.com to learn more about our menu, our story, and our upcoming events. We’re open from 7 AM to 7 PM, seven days a week.”

Good Example:

“Craving the perfect cup of coffee? Visit XYZ Coffee Shop at 123 Main Street or call (123) 456-7890. Open 7 AM to 7 PM, seven days a week.”

• High-Quality Images – Use high-resolution images that reflect your brand’s quality. Poor-quality images make your materials look unprofessional and can detract from your message.

If you’re looking to stand out with printed marketing, avoid using generic graphic elements that everyone else uses. Try exploring resources like Vectorstock for unique vector images that you can use to personalize your printed pieces. With thousands of free elements, you’ve got nothing to lose.

Reaching Your Target Audience

Print marketing is particularly effective for reaching specific demographics. Here’s how to ensure your materials connect with your target audience:

• Localized Marketing – Focus on local markets by mailings targeted at specific ZIP codes or by placing inserts in local newspapers. This approach helps you reach customers who are geographically close to your business.
• Understanding Your Audience – Tailor your message to the interests and needs of your target audience. Avoid trying to appeal to everyone; instead, focus on what will resonate most with your ideal customer. Identifying your ideal customer is foundational to growing your business. Trying to market to everyone is really marketing to nobody in particular.

Narrowing your niche is crucial, and our free workbook, “How to Find Your Ideal Customer,” can help you do that. This workbook provides steps on how to identify and define your dream customer, giving you a better understanding of why they buy and what their voice is, so you can better align your strategy to them.

Leveraging Community Connections – Partner with local businesses and community organizations to distribute your print materials. This can help you reach a broader audience and build relationships within your community.

3 Examples of Successful Print Marketing

To inspire you, here are three examples of businesses that effectively use print marketing:

• Trader Joe’s Fearless Flyer – Trader Joe’s uses a print newsletter called the “Fearless Flyer” to highlight new products, recipes, and store news. This quirky, well-designed flyer reflects the brand’s personality and keeps customers informed and excited about their offerings. The writing is entertaining and informative, bringing joy to readers and making the shopping experience more engaging. The lesson here? Marketing should make you feel something!

• Ford Rear View Camera Print Ad – Who doesn’t love a cute pet? Ford’s print ad for their Rear View Camera featured a dog and cat individually staring straight into the camera, effectively engaging the audience and conveying an emotional message. This clever and adorable ad by Ogilvy Istanbul highlights how print can create a strong connection with viewers. It’s not just an ad; it’s an emotional experience that makes you smile and think.

• IKEA Pee Ad – You’re probably like, “What were they thinking?!” IKEA’s ad that doubled as a pregnancy test was both innovative and memorable. The ad offered a discount if the test confirmed a pregnancy, creating a direct call to action that was hard to forget. It’s a straightforward and clever way to engage the audience and prompt them to take action. It’s unique and undeniably stands out.

Embracing Print for Modern Marketing

It’s easy to think that print marketing is a thing of the past. But trust me, print is far from outdated. In fact, it’s a versatile tool that can give your overall marketing strategy a serious boost.

Think about it. When you bring together print and digital channels, you create a dynamic campaign that’s hard to ignore. In a market where everyone’s vying for attention, your print materials can stand out and make a lasting impression.

And let’s not forget the timeless appeal of print. There’s something special about holding a physical piece of marketing material in your hands. It feels more personal and engaging than a digital ad. Plus, print gives you more creative freedom. You can use colors, textures, and finishes to create a truly unique and memorable experience for your audience.

So, don’t be afraid to allocate resources to print marketing. It may seem old-fashioned, but it has the potential to yield exceptional results. So go ahead, embrace the power of print and watch your business grow.